Unraveling the diverse nature of service quality in a sharing economy

Abstract

Purpose-This study investigates customers' perceptions of the service quality facets of Airbnb accommodation using social exchange theory as a suitable conceptual framework to explain aspects of interactivity between guests and hosts.Design/methodology/approach-A self-administered questionnaire consisting of 25 accommodation-specific service quality attributes, structured according to Akbaba's (2006) measurement scale and based on the service quality hierarchical conceptualization described by Brady and Cronin (2001) and Cronin and Taylor (1992), was distributed to Airbnb international guests visiting Phuket, Thailand. The sample was chosen through a two-stage sampling process and the PLS-SEM technique was used for data analysis. Findings-The results showed that convenience and assurance are critical contributors to the measurement of service quality in remote Airbnb lodgings. The findings further revealed that Airbnb guests are mainly interested in lodgings which have access to certain tourist sights, and in 2 easily accessible information and efficient resolution of problems during their stay. We also found that guests greatly value the convenience and flexibility offered by Airbnb, and that they particularly appreciate the warm hospitality provided by the hosts. Finally, Airbnb guests have very low expectations of the amenities and services available at the lodgings.Research limitations/implications-Airbnb is one of the most well-known examples of hospitality in the sharing economy and results cannot be generalized to similar accommodation providers in sharing economies. Despite the appropriateness of using the measurement tool provided by Akbaba (2006), it is only one option among others for measuring service quality.Practical implications-The current study can assist hosts in gaining better knowledge of guests' decision making processes and in designing effective marketing strategies by focusing on guests' requirements in terms of service quality. The effective use of competitive strengths and the prioritization of business resources would potentially enhance guests' positive experiences at the accommodation and at the destination.Originality/value-Limited numbers of studies have focused on the sharing economy and hospitality and in particular on Airbnb and this is the first study with a focus on service quality issues in terms of Airbnb accommodation.

Why Do People Consume and Provide Sharing Economy Accommodation?—A Sustainability Perspective

“…It also promotes the unexpected pleasure of interacting with the host. According to Priporas, social interaction is the most important factor in the Airbnb business model and has a great impact on customer experience and satisfaction [45]. Tussyadiah and Pesonen also say that the main reason travelers use P2P accommodation is "the desire for social relationships with local community and meaningful interaction with the host [46]."…”

Attracted to or Locked In? Explaining Consumer Loyalty toward Airbnb

“…Oliver [25] also defines customer loyalty as "a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in future". Consumer loyalty is regarded as the goal in the service industry because loyal customers bring numerous benefits to a firm [4,8]. The central idea of these definitions is that consumer loyalty is connected to devoted behavior to a certain product, service, or brand.…”

“…Given the importance of the retention of customers in the sharing economy, customer loyalty has been tested in various service contexts [4,8]. The benefits of increasing consumer loyalty are an increase in customers' expenditures, a reduction in marketing costs, and the continuance of customer visits.…”

“…Airbnb is the largest hospitality firm in the sharing economy. It differentiates itself from traditional hotel chains by providing consumers access to idle resources [3,4]. Understanding the mechanisms by which customer loyalty to Airbnb is formed is a necessary part of succeeding among 2 of 19 various accommodation types.…”

Analysing Drivers and Barriers of Accommodation Sharing in Dubai Using the Grey-DEMATEL Approach

“…Therefore, we can conclude that the lack of cost savings could be a barrier for engaging in sharing activities, including accommodation sharing. Olson [98] and Priporar et al [107] argue that poor quality of products and services could also dissuade consumers from engaging in accommodation sharing.…”